Episode Summary
In this episode of Content Logistics, host Baylee Gunnel sits down with David Ebner, President and Founder at Content Workshop. They explore the tension small B2B marketing teams face when deciding whether to gate their content or give away their “secret sauce” for free. David unpacks why trust, not tactics, is at the heart of effective content and how building that trust takes time and a willingness to share real knowledge without always asking for something in return.
David explains that people pay for expertise in action—not just for information. He encourages teams to focus less on guarding processes and more on helping their audience solve problems. He shares stories about the long-term value of generosity and how “corporate philanthropy” in content can deliver real business results, even when the payoff isn’t immediate.
Throughout the conversation, David stresses the need to align content strategy with audience needs, measure success by engagement over vanity metrics, and remember that great marketing serves people first.
Guest Profile
David Ebner
Key Insights
Trust Comes from Generosity, Not Gated Content
Building trust with your audience takes time and consistency. The fastest way to erode trust is to put up unnecessary barriers or treat content as a transaction. Giving away expertise without asking for something in return signals confidence and a genuine commitment to helping others. People aren’t paying for your secret process—they’re paying for your ability to apply it and solve their problems. When you share knowledge freely, you build a reputation for transparency and value, which pays off over the long term. In a world crowded with shallow lead-gen tactics, the marketers who win are those who serve first, focus on relationships, and understand that trust is the true foundation for sales and growth.
Strategy Beats Tactics Every Time
It’s easy to get distracted by the latest marketing tools or trends, but real success comes from focusing on strategy over tactics. Chasing quick wins, like form fills or viral hacks, often leads to random acts of marketing that don’t move the business forward. Instead, start with clear goals, know your audience’s pain points, and build a content plan that solves real problems. Tactics matter, but only when they support a bigger vision. When you step back and ask “why does this work?” before “how do I do this?”, you create campaigns that last, stand out, and deliver results beyond vanity metrics. Sustainable growth comes from disciplined, audience-first strategy—not from chasing every shiny object.
Measure What Matters: Engagement Over Vanity
Clicks and impressions might look good on reports, but true content value shows up in attention and engagement. The best indicators of success are time on page, repeat visits, and real actions taken by your audience. Focus on building content experiences—like web-first formats and immersive resources—that encourage visitors to stay, learn, and act. Don’t get discouraged if you don’t see instant spikes in leads or traffic. Content programs compound over time, and early engagement is a signal you’re on the right path. By prioritizing quality interactions and refining your approach based on real audience behavior, you lay the groundwork for lasting impact and measurable business results.
Episode Highlights
The Real Debate: Gated Content vs. Building Trust
Approximate timestamp: 00:01:00 – 00:04:00
The episode opens with a candid discussion on whether B2B marketers should gate their content or give it away for free. The conversation centers on the tension between meeting lead goals and establishing trust with an audience. The guest argues that while gating content can help measure marketing activity, it can also act as a barrier if the value doesn’t exceed the “token of entry.” The real focus, he suggests, should be on why a tactic works—not just whether it’s popular. Trust, not quick wins, is the long game for marketers who want to build lasting relationships and credibility.
Quote:
“A gate essentially is—there’s nothing wrong with a gate if the time and attention meets the value delivered and that value exceeds the token of entry, which is my information.”
Your People Are the True Differentiator
Approximate timestamp: 00:05:00 – 00:07:00
The discussion moves to the fear many companies have about giving away their “secret sauce.” The guest breaks down a common misconception: people don’t pay for information alone—they pay for the skillful application of that knowledge. Even when provided with a roadmap, most clients will still seek out experts for execution. The value of a business lies in its people, not just its processes. When teams share knowledge openly, they demonstrate real expertise and confidence, which attracts clients who value results over secrets.
Quote:
“Your unique differentiator, believe it or not, is not your secret sauce. It’s the people that work with you. That really is it. We feel like it’s IP that’s ours, and will anybody pay us for it if they have the information for free? My pushback is always that they could just go down the street. If your differentiation is how you do something, somebody else is going to undercut you every day, all day.”
Content as Corporate Philanthropy Pays Off Long-Term
Approximate timestamp: 00:12:00 – 00:16:00
The conversation explores the idea of content as “corporate philanthropy.” The guest shares that companies benefit from many free mechanisms to reach people and, in return, owe their audience valuable, ungated content. Giving freely not only builds goodwill, but also creates strong, lasting brand affinity. The best relationships start with generosity, not transactions. The guest uses Moz as an example, showing how a company’s free resources can influence purchasing decisions years later. Marketers who focus only on short-term results miss out on the compounding benefits of trust and recognition built over time.
Quote:
“Your content, at least a percentage of it—if not all of it—should produce value, but at least a percentage of it should be asking absolutely nothing in return… you are going to build a level of trust with those individuals that is going to be timeless.”
Don’t Make Your Marketing About You
Approximate timestamp: 00:39:00 – 00:41:00
In the final minutes, the guest shares a strong opinion on what he calls the “duck lip selfie” of marketing—content that focuses on the brand rather than the people it serves. He cautions against self-congratulatory messaging and encourages marketers to shift their narrative toward customer impact. Audiences care about how brands help them solve problems, not about internal milestones or achievements. Marketers should resist the urge to turn every announcement into a press release and instead share stories that provide real value.
Quote:
“People don’t care about your brand reaching some sort of milestone, whether it’s ARR or whatever. That is something that’s going to erode trust, and people think that their brand story is about them and it’s not. Your brand story is about the people you help. That’s what your brand story is about.”
